When a fan at the 2019 World Series sacrificed his body - not the Bud Lights he held in each hand - to get a home run ball, Bud Light turned this sports moment into one of the most entertaining stories of the 2019 World Series.

This work demonstrates the power of social listening during live sports and how the brand conversation around the entertainment can also be part of the entertainment.

We have an always-on brief for our social listening teams to identify and act on real-time opportunities in sports and entertainment. When we approach major events like the MLB Playoffs and World Series, our objective is to create conversation, generate media coverage and ultimately drive relevance with our target audience (21-40) with interest in sports.

When a fan at the World Series sacrificed his body - not the Bud Lights he held in each hand - to get a home run ball, Bud Light used Twitter to launch the search to find him. Social media went wild and with the help of many people and the press, we identified Nationals fan Jeff Adams.

Less 48 hours later, he was in the stands for Game 6 wearing our custom t-shirt and during the game we aired the now famous "catch."The "guy who didn't drop the Bud Lights" became the biggest conversation surrounding the game and Bud Light successfully turned an everyday Bud Light fan into a sports hero overnight.

The biggest hero of the 2019 World Series wasn't on the field. He was in the bleachers.

We approach major MLB events looking for opportunities to connect and create relevance with our target audience (21-40) with interest in sports. When this moment happened in 2019 World Series, our teams were ready to swing for the fences.

We approached this moment as an opportunity to champion a Bud Light loving fan. We knew it was a chance to make it about a person, a person who loves their Bud Light so much, not even a fastball to chest can make him lose his grip.

We focused our comms around the idea of being a sports hero for that one night, because of the incredible act of bravery to save the Bud Lights. We set out to position him as a hero, a good luck charm and made him the face of the Nats' World Series run.

When this Washington Nationals fan made this miraculous save at a home game on Oct. 27, 2019, We responded within minutes asking our fans to find this hero. Within hours, we had identified Jeff Adams, design custom t-shirts for him and got him tickets to the next World Series Game, which was in Houston.

Less 48 hours later, Jeff Adams was in the outfield stands in Houston wearing our t-shirt and had the attention of social media, the players and all of the media. During that game, we topped it off by airing a national TV commercial cleverly using the footage for a quick turnaround spot with a big impact.

He became the face of an incredible series even earned a spot on the Nats' championship parade.

22 Million Digital Impressions

440 Million PR Impressions

191k Social Mentions

99k Twitter Likes with only 220K Following